New statistics released by Socialbakers show that Nike dominated both on Twitter and on Facebook. Nike’s fan growth on Facebook skyrocketed between July 27 and Aug. 2 — showing an increase of 166,718 fans. Competing apparel brand Adidas also did well, growing by 80,761 in that same time frame. Apple and Acer computers also saw highly increased fan numbers.

Jan Rezab, CEO of Socialbakers, commented on the trend:

There was a time when primetime slots around major sporting events were essential for maintaining position as a household name, but social media has leveled the playing field. Through its savvy social strategy, Nike demonstrated that you no longer need primetime to create brand buzz.